Udidi: Ibhlog

Ngaphambi kokuba uqale ukuthengisa kuGoogle, kufuneka uyazi into ozifaka kuyo. Nazi izinto ezimbalwa ekufuneka uzigcine engqondweni: Iintlobo zomdlalo, Amanqaku asemgangathweni, Iindleko, kunye nokuRetargeting. Wakuba uziqonde ezi zinto, uya kukwazi ukucwangcisa iphulo elisebenzayo le-Adwords. Kwaye emva kokuba uye wakwazi konke oku, ukulungele ukuqalisa! Nangona kunjalo, ngaphambi kokuba wenze oko, kufuneka wenze uphando kumagama akho angundoqo.

Iindleko

Kukho izinto ezininzi ezibonisa ukuba yimalini omele uyichithe kwi-Adwords. Umzekelo, yintoni i-avareji yeendleko ngokucofa? Iindleko zeempahla ezithengisiweyo (COGS) ibandakanya imveliso kunye nenkcitho yentengiso. Kuya kufuneka uqikelele ukuba yimalini oyichithe kwiintengiso ukuze ufumane imbuyekezo kutyalo-mali lwakho. Emva koko unokuthelekisa ezo ndleko kwingeniso yakho evela kwimikhankaso ye-AdWords kwaye unqume ukuba yeyiphi amagama angundoqo anenzuzo kakhulu.

Iindleko ngokucofa (CPC) iyahluka kakhulu ngokusekelwe kumagama angundoqo kunye neshishini. Ii-CPC eziqhelekileyo zijikeleze $2.32 kwinethiwekhi yokukhangela kunye $0.58 kwinethiwekhi yokubonisa. Ukuze ufumane inkcazelo engakumbi, bona eli nqaku le-AdWords metrics. Enye indlela yokunciphisa iCPC yakho kukujolisa amagama angundoqo ngeNqaku loMgangatho ophezulu. Amagama angundoqo weNqaku eliPhezulu afumana ukubekwa okungcono kwiphepha, ukongela imali kunye nokuqinisekisa ukuba iintengiso zakho zivela kumaphepha afanelekileyo.

Unokuhlengahlengisa ibhidi yakho yegama elingundoqo elithile ukuba uyazi ukuba zeziphi ezisebenza kakuhle. Ngokuchaseneyo, unokunciphisa ibhidi yakho kumagama angundoqo angavelisi ziphumo. Gcina ukhumbule ukuba amanye amagama angundoqo axabisa ngaphezulu kunamanye, kwaye kufuneka ubeke iliso rhoqo kwaye uhlengahlengise iibhidi zakho ngokufanelekileyo. Njengomnini weshishini, kufuneka uqaphele utshintsho kwixabiso le-Adwords kwaye ulungele ukulungelelanisa ngokufanelekileyo. Nje ukuba ufunde amagama angundoqo asebenza kakuhle kwiwebhusayithi yakho, ungayandisa ingeniso yakho kwaye usike iiCPC zakho ukuze ufumane eyona ROI ilungileyo.

Iphulo le-CPC yeyona ndlela isetyenziswa kakhulu. Yeyona ndlela iqhelekileyo kwaye ixabisa ngaphantsi kweesenti ezilikhulu ngokuchofoza. Nangona kunjalo, Ixabiso lonqakrazo ngalunye lahlukile kwixabiso lemibono. Ukuba ufuna ukwazi iindleko zephulo lakho lentengiso, ungasebenzisa umcwangcisi wegama elingundoqo ukufumana uqikelelo lweendleko zakho ngokucofa. Le ndlela, uya kuyazi kakuhle ukuba uya kuhlawula malini ngocofa ngalunye kwaye zingaphi iimpembelelo ozifumanayo.

Iintlobo zomdlalo

Ukuba ufuna ukwandisa inani lokuguqulwa kwaye uchithe imali encinci kwiintengiso zakho, Kuya kufuneka ukhuphe amagama akho aphambili kwiintlobo ezahlukeneyo zomdlalo. Kwi-Adwords, oku kwenziwa ngokwahlulahlula iintengiso ngokweentlobo zomdlalo. Ngokukhetha iintlobo ezifanelekileyo zomdlalo, uya kukwazi ukufikelela kubaphulaphuli ojolise kubo kwaye uphephe ukuchitha imali ngokucofa okungenamsebenzi. Ngenxa yale njongo, kufuneka usebenzise isixhobo segama elingundoqo sasimahla ukumisela abaphulaphuli bakho ekujoliswe kubo kwaye emva koko uhlukanise iintengiso zakho ngokufanelekileyo.

Umdlalo ochanekileyo ngowona ujolise kuwo onke amagama angundoqo, kwaye ifuna ibinzana legama elingundoqo libe lichanekile. Nangona kunjalo, unokongeza imimiselo eyongezelelweyo kumbuzo wakho ukuba kuyimfuneko. Umdlalo ochanekileyo lolona khetho lulungileyo lwabathengisi abafuna ukuqhuba uguquko ngokubonisa kuphela iintengiso ezihambelana namagama angundoqo abawajongileyo.. Ungqamaniso oluchanekileyo lukwanalo izinga eliphezulu lokucofa. Nangona kunjalo, Kubalulekile ukuqonda ukuba ukusebenzisa iimatshisi ngqo isenokungabi lolona khetho lulungileyo kwishishini ngalinye.

Ukuba ufuna ukujolisa amagama athile, emva koko ungasebenzisa amagama angundoqo aguqulwe ngokubanzi. Ezi zilula ukuzisebenzisa kwaye uxelele uGoogle ukuba abonise iintengiso zakho zamagama athile okanye amabinzana. Amagama angundoqo anokuba naluphi na ulandelelwano. Ungangenisa la magama usebenzisa isimboli yokudibanisa (+) phambi kwegama ngalinye elingundoqo. Ifomati yegama elingundoqo elilungisiweyo ngokubanzi lingasetyenziselwa amabinzana ngokunjalo. Imidiya egcweleyo igxile kwimikhankaso ye-AdWords PPC yeenkampani ezincinci kunye neziphakathi.

Umdlalo obanzi nochanekileyo zezona ntlobo zomdlalo zidumileyo, kodwa kukwakho ukwahluka okusondeleyo. Uhlobo lomdlalo olubanzi lubandakanya konke upelo olungalunganga olunokwenzeka lwegama elingundoqo ngelixa uhlobo oluchanekileyo lukuvumela ukuba ujolise kuphendlo olubanzi olunxulumeneyo.. Usenokungabandakanyi ukwahluka okusondeleyo ngokongeza amagama angundoqo angalunganga. Nangona kunjalo, oku ayisiyonto ilungileyo njengoko inokunciphisa inani lokucofa. Uhlobo olubanzi lomdlalo lolona khetho lungcono kubathengisi abafuna ukujolisa kwimigaqo ethile.

Ukujolisa kwakhona

Ukubuyisela kwakhona luhlobo lwentengiso ye-intanethi evumela abathengisi ukuba babonise iintengiso ezijoliswe kuzo kwiindwendwe ezidlulileyo zewebhusayithi.. Indlela yokuthengisa kwakhona isebenza ngokulahla ikhowudi yokulandelela kwiphepha lewebhu kunye nokwenza ukuba iintengiso ziboniswe kumtyeleli odlulileyo.. Iziphumo zolu hlobo lokuthengisa kwakhona zibalulekile. Kuye kwaboniswa ukwandisa ukuthengisa ukuya kuthi ga 70% xa abantu abaye batyelela iwebhusayithi ngaphandle kokuthenga nantoni na ukuthenga ngephulo lokuthengisa kwakhona.

Ukuba iwebhusayithi yakho ayilungiselelwanga ukujongwa kwakhona, usenokungakwazi ukubona naziphi na iziphumo. Ukuba iphulo lakho lokuthengisa kwakhona alisebenzi, unokufuna ukuthatha iingcebiso zenkampani yolawulo ye-Google Adwords. Baya kukunceda umise umkhankaso wokubuyisela ngokuchanekileyo. Izicwangciso ezifanelekileyo ziya kwenza umehluko omkhulu ekusebenzeni. Nje ukuba useto oluchanekileyo, ungasebenzisa ukubuyisela ukujolisa kubathengi kuzo zonke iinethiwekhi zentlalo ezahlukeneyo.

Ukwenzela ukuseta iintengiso eziphinda zijonge, kufuneka uqale usete iGoogle Analytics. Ikhowudi yokubuyisela izakulandela iikuki, eziziifayile ezincinci ezigcinwe ngokuzenzekelayo kwisikhangeli somsebenzisi. Iintengiso zikaGoogle ziya kwaziswa ukuba zibonise iintengiso kumtyeleli othile wendawo ngokusekwe kwimbali yabo yangaphambili yokukhangela. Ukubuyisela kwakhona nge-Adwords kunokuba yindlela efanelekileyo yokuphucula isicwangciso sakho sokuthengisa kwi-intanethi.

Ukubuyisela kwakhona nge-Adwords kunokusebenza kumajelo eendaba ezentlalo, ngakumbi Facebook. Inokuba yindlela esebenzayo yokwakha i-Twitter elandelayo. Khumbula, ngaphaya 75% yabasebenzisi kuTwitter bakwizixhobo eziphathwayo. Iintengiso zakho kufuneka zisebenziseke kwiselula ukuze ukwandise amathuba akho okuthatha ingqalelo yabaphulaphuli bakho. Ukubuyisela kwakhona nge-Adwords kunokukunceda ukuguqula aba basebenzisi babe ngabathengi. Ngoko, qala ukubuyisela kwakhona ngeAdwords ukonyusa ingeniso yakho.

Amanqaku asemgangathweni

Kukho iindlela ezininzi zokuphucula umgangatho wakho weNqaku kwiGoogle Adwords. Nangona kungekho sisombululo somlingo, zininzi iindlela zokuphucula amanqaku akho. Isinyathelo sokuqala kukungena kwi-akhawunti yakho kwaye uhambe uye kwipaneli yokubonisa igama elingundoqo. Kanye apho, ungawabona amanqaku asemgangathweni kumaqela akho entengiso asebenzayo. Emva koko, ungaqalisa ukwenza utshintsho ukuphucula amanqaku akho. Emva kweeveki ezimbalwa, kufuneka uqaphele umahluko omkhulu.

Inqaku loMgangatho wentengiso yakho libalwa ngokuthathela ingqalelo izinto ezintathu: ukubaluleka, intengiso yokuyila, kunye namava ephepha lokufika. Naxa usebenzisa amagama angundoqo afanayo, Amanqaku asemgangathweni aya kwahluka phakathi kwamaqela entengiso. Umzekelo, ukuba ungumnikazi weshishini lokurenta indlu enqabileyo, unokusebenzisa igama elingundoqo “iinqaba jumper” ukujolisa abathengi abanokubakho abafuna izindlu ezibhampayo. Oko kuyakuphucula iNqaku lakho loMgangatho ukuba iintengiso zakho zifanelekile kwaye zinomtsalane kubasebenzisi bazo zonke izixhobo.

Kufuneka ukwazi kwakhona ukuba iNqaku loMgangatho kwiqela elithile lentengiso lixhomekeke kumgangatho wegama elingundoqo. Lo mba unokuchaphazela ixabiso lakho ngokucofa (CPC) kunye nesantya sokucofa (CTR). Iintengiso zikaGoogle zikwabonisa umgangatho weqela leentengiso. Kungoko, ukuba iqela legama elingundoqo lineNqaku loMgangatho ophezulu, inokuba ngcono kwiziphumo zophendlo lukaGoogle. Ukuba uceba ukuqhuba iphulo lentengiso yegama elithile elingundoqo, iya kuba neNqaku loMgangatho elingcono kunokuba usebenzisa nje igama eliqhelekileyo.

Xa uhlalutya iphulo lakho lentengiso, nikela ingqalelo kakhulu kwi-CTR. I-CTR ephezulu luphawu oluhle. Iintengiso ezineCTR ephezulu ziya kufumana ucofa ngakumbi, ngoko ukwandisa iCPC yakho. Nangona kunjalo, khumbula ukuba i-CTR iya kuchatshazelwa zezinye izinto ezinje ngejografi. Ukwengeza, kufuneka uqiniseke ukuba amagama akho angundoqo ahambelana nekopi yakho yentengiso kunye nephepha lokufika. Ukwandisa iCTR yakho kunokunceda iNqaku lakho loMgangatho, kodwa iya kwandisa iindleko zakho ngokucofa (CPC).

Uphando lwamagama angundoqo

Uphando lwegama elingundoqo yinkqubo yokuchonga amagama angundoqo afanelekileyo kwiwebhusayithi yakho okanye umkhankaso wentengiso. Kukho iindlela ezininzi zokwenza uphando lwegama elingundoqo. Injongo ephambili kukuthatha ingcamango kwaye uchonge amagama angundoqo anamandla okuvelisa i-traffic. Amagama angundoqo abekwe ngokwexabiso kunye nethuba lokufumana itrafikhi. Uphando lwegama elingundoqo lukunceda ukuba wenze umxholo ochanekileyo kunye nesicwangciso sokukhangisa ukutsala abathengi abanokubakho. Ukuqalisa, sebenzisa isixhobo segama elingundoqo likaGoogle ukufumanisa amagama angundoqo adumileyo.

Nangona kungathatha ixesha kunye nomgudu, Uphando lwegama elingundoqo lubalulekile kwimpumelelo yephulo lakho le-AdWords. Ngaphandle kophando lwegama elingundoqo elifanelekileyo, umkhankaso wakho unokusilela okanye uhlawule ukuthengisa. Apha ngezantsi kukho iingcebiso zokukunceda uqalise:

Sebenzisa i-Google Keyword Planner. Esi sixhobo sibonisa umthamo wokukhangela ngenyanga. Njengokuba, ukuba ufuna ukutsala i-traffic ngexesha lehlobo, kufuneka ujolise kumagama angundoqo akhangelwe kakhulu kweli xesha lonyaka. Kwakhona, cinga ukunciphisa uphendlo lwakho kwixesha elithile, njengaphakathi kukaMeyi noAgasti. Nje ukuba uyazi ukuba ngawaphi amagama angundoqo anenzuzo, ungasebenzisa isixhobo se-AdWords ukufumana amagama angundoqo anxulumeneyo. Esi sixhobo siya kuvelisa amakhulu amagama angundoqo ahambelanayo ngokusekelwe kwimithintelo yegama elingundoqo.

Xa ukhetha amagama angundoqo, misela injongo yewebhusayithi yakho. Yenza uphando lwakho ukumisela abaphulaphuli ojolise kubo kunye nenjongo yokukhangela kwimarike yakho ekujoliswe kuyo. Ungaphinda ufune ukuqwalasela indlela iwebhusayithi yakho ehambelana ngayo nala magama angundoqo. Ngaba kukho iimveliso okanye iinkonzo ezinemiqathango efanayo? Ngaba banemiqulu ephezulu yokukhangela? Bakhangela ntoni abantu xa bekhangela imveliso okanye inkonzo ethile? Umthamo wokukhangela ophezulu luphawu oluhle. Ukuba akukho njalo, zama ukufumana igama elingundoqo le-niche elingaphezulu ekujoliswe kulo.

Kukho iindlela ezintathu zokusebenzisa i-Adwords kwishishini lakho le-SaaS. Ezi ndlela zibizwa ngokuba yiNdleko ngokucofa (CPC) intengiso, Uphando lwamagama angundoqo, kunye nebhidi. Ukuba ufuna ukubona iziphumo ezikhawulezayo, kufuneka uqinisekise ukuba uhlawulela umgangatho wetrafikhi. Ukusebenzisa le ndlela kuya kuqinisekisa ukuba uhlawulela unqakrazo oluya kuguqulwa lube lukhokelo. Ukuze uqalise, kufuneka uqokelele ulwazi oluninzi kangangoko. Eli nqaku liza kuchaza ukubaluleka kophando lwegama elingundoqo kunye nendlela yokwandisa ibhidi yakho.

Iindleko ngokucofa (CPC) intengiso

Iindleko ngokucofa okanye iCPC lixabiso elihlawulwa ngabathengisi ngalo lonke ixesha umntu ecofa intengiso yakhe. Ii-CPC zikholisa ukuba phezulu kumashishini anamazinga aphezulu okuguqulwa kunye nabathengisi abakhuphisanayo. Ngelixa kukho iindlela zokuthoba iCPC yakho, akukho ndlela iqinisekileyo yokunciphisa ngokupheleleyo. Nazi ezinye izinto ekufuneka uzigcine engqondweni xa ulungiselela ii-CPCs zakho. Ekuqaleni, qwalasela indlela efanelekileyo ngayo indawo yakho kwimarike ekujoliswe kuyo. Ukuba iwebhusayithi yakho ayihambelani nabaphulaphuli ojolise kubo, iCPC yakho inokuba phezulu kakhulu.

Isibini, uqonde umahluko phakathi kwexabiso elithe tyaba kunye nexabiso elisekelwe kwixabiso lokucofa. I-CPC enezinga elicaba kulula ukuyilandela kune-CPC esekwe kwibhidi. Ii-CPC ezisekelwe kwiibhidi azibizi kakhulu, kodwa abakajoliswanga kangako. Ngaphezu koko, abathengisi kufuneka baqwalasele ixabiso elinokubakho lokucofa kumthombo onikiweyo. I-CPC ephezulu ayinakuguqulela kwingeniso ephezulu.

I-invoyisi ye-CPC nayo inomngcipheko wokusetyenziswa gwenxa. Abasebenzisi banokucofa kwiintengiso ngempazamo. Oku kunokubiza umthengisi isixa esibalulekileyo semali. Nangona kunjalo, UGoogle uzama ukucutha ukusetyenziswa kakubi ngokungahlawulisi ucofa olungasebenziyo. Nangona kungenakwenzeka ukulawula unqakrazo ngalunye, ungathethathethana ngexabiso eliphantsi. Ngethuba nje uzimisele ukusayina isivumelwano sexesha elide kunye nomshicileli, ungadla ngokuthethathethana ngexabiso eliphantsi.

Kwihlabathi lentengiso ehlawulwayo, ixabiso lentengiso ngumba obalulekileyo. Ngexabiso elifanelekileyo ngokucofa, ungayandisa imbuyekezo yakho kwinkcitho yentengiso. Iintengiso zeCPC sisixhobo esinamandla kumashishini amaninzi, ngoko ukuqonda ukuba uhlawula malini ngokuchofoza kunokuphucula ukuthengisa kwakho. Kwaye okoko nje usazi ukuba abaphulaphuli bakho bajonge ntoni, iyakusebenzela. Yiyo loo nto kubaluleke kakhulu ukuba wazi ngeCPC yakho.

Uphando lwamagama angundoqo

Injini yokukhangela yokusebenzela (SEO) ubugcisa bokukhetha amagama angundoqo afanelekileyo kunye nezihloko zomxholo ukubeka kwi-SERPs. Xa yenziwe ngokuchanekileyo, uphando oluchanekileyo lwegama elingundoqo lunceda ukunyusa i-traffic ye-organic kunye nokwazisa nge-brand. Uphando lwegama elingundoqo yinkqubo ekhethekileyo eyenziwa ngabathengisi ukuchonga ukuba yeyiphi ibinzana kunye namagama abasebenzisi abanokuthi bakhangele. Emva kokuba unamagama angundoqo afanelekileyo, unokubeka phambili isicwangciso sakho kwaye wenze umxholo ojolise kwaba basebenzisi. Uphando lwegama elingundoqo lunceda ukuphucula umgangatho wendawo yakho kwiinjini zokukhangela, nto leyo eya kuqhuba itrafikhi ekujoliswe kuyo.

Phambi kokuqalisa iphulo, uphando lwegama elingundoqo lubalulekile. Ngokuchonga amagama angundoqo anenzuzo kunye nenjongo yokukhangela, unokucwangcisa eyona mikhankaso yentengiso ingcono. Ngelixa ukhetha amagama angundoqo kunye namaqela eentengiso, qwalasela iinjongo zakho kunye nohlahlo lwabiwo-mali lwakho. Unokunciphisa ugxininiso lwakho kwaye ugcine imali ngokujolisa kuphela amagama angundoqo afanelekileyo. Khumbula, ufuna ukwenza uluvo oluhlala luhleli kubantu abajonga ngenkuthalo imveliso okanye inkonzo yakho. Kungcono ukusebenzisa ngaphezu kwegama elinye elingundoqo, nangona.

Kukho iindlela ezininzi zokwenza uphando lwegama elingundoqo. Injongo ephambili kukuthatha ingcamango kwaye uchonge awona magama angundoqo. La magama angundoqo abekwe ngokulandelelana kwexabiso lawo kunye namandla okuvelisa i-traffic. Nje ukuba uyenzile le nto, ungadlulela kwinyathelo elilandelayo – umxholo wokubhala obonelela ngexabiso kwiindwendwe. Kufuneka usoloko ubhala ngendlela ofuna ukubhalwa ngayo. Emveni kwakho konke, abaphulaphuli bakho ojolise kubo kusenokwenzeka ukuba babe nemibuzo efanayo kwabo ubhekisa kubo.

Ngelixa uphando lwegama elingundoqo le-Adwords liyinxalenye ebalulekileyo yaso nasiphi na isicwangciso sokuthengisa, ikwangumba obalulekileyo wephulo eliyimpumelelo. Ukuba uphando lwakho alwenziwanga kakuhle, uya kugqiba ukuchitha imali eninzi kwi-PPC kwaye uphoswe kwiintengiso. Kodwa kubalulekile ukugcina engqondweni ukuba uphando lwegama elingundoqo luthatha ixesha kunye nomzamo. Ukuba yenziwe ngokuchanekileyo, uya kuba nephulo lentengiso eliya kuba yimpumelelo!

Ukubhida

Kukho iingcebiso ezimbalwa omele uzigcine engqondweni xa ubhida kwi-Adwords. Eyokuqala kukugcina ibhajethi yakho ikuPS200 ngenyanga. Nangona kunjalo, le mali ingahluka ngokuxhomekeka kwi-niche yakho kunye nomthamo we-traffic website oyilindele ngenyanga. Nje ukuba ugqibe uhlahlo lwabiwo-mali lwakho lwenyanga, yahlule ngamashumi amathathu ukuze ufumane umbono wohlahlo lwabiwo-mali lwakho lwemihla ngemihla. Nje ukuba usete ibhajethi yakho yemihla ngemihla, inyathelo elilandelayo kukugqiba ukuba yimalini ekufuneka uyibhide ngosuku ngalunye. Inkqubo yebhidi kaGoogle isebenza ngokulawula ezona bhidi ziphezulu neziphantsi kusetyenziswa ubuninzi bemetric yeCPC. Ukuba awuqinisekanga malunga neendleko ezifanelekileyo ngokucofa kwishishini lakho, sebenzisa isixhobo sokubikezela i-Adwords.

Ngelixa ukubhida kwi-Adwords kunokubonakala ngathi ngumbono olungileyo, kukho izinto ezingeloncedo kakhulu ekukhuphisaneni neenkampani ezinkulu. Ukuba uneshishini elincinci, Ibhajethi yakho yentengiso ayiphantse ibe nkulu njengeyenkampani yesizwe, ngoko ungalindeli ukuba ube nohlahlo lwabiwo-mali olufanayo ukuze ukhuphisane nabo. Nokuba unako ukuthenga ibhidi ephezulu, amathuba akho okufumana imbuyekezo kutyalo-mali (I-ROI) ukusuka kwiphulo lakho le-Adwords liphantsi.

Ukuba abantu okhuphisana nabo basebenzisa igama lebrand yakho kwiintengiso zabo, qiniseka ukuba usebenzisa ikopi yentengiso eyahlukileyo. Ukuba ubhida ngokwemiqathango yokhuphiswano lwakho, usemngciphekweni wokuvalwa kuGoogle. Isizathu silula: abantu okhuphisana nabo banokubhida ngokwemiqathango yakho, nto leyo eya kubangela ukuba amanqaku asezantsi akumgangatho kunye neendleko-ngokucofa. Ukongeza, ukuba umntu okhuphisana naye ubhida ngokwemiqathango yakho, unokuba uchitha imali yakho kwiqela lekopi yentengiso engenanto yakwenza negama lebhrendi yakho.

Inqaku lomgangatho

Amanqaku asemgangathweni kwi-Adwords yinto ebalulekileyo xa kuziwa ekufumaneni indawo engcono kakhulu yeentengiso zakho. Kubalulekile ukubeka iliso kwiNqaku lakho loMgangatho kwaye uguqule iintengiso zakho ngokufanelekileyo. Ukuba uqaphela ukuba iCTR yakho iphantsi kakhulu, emva koko kufuneka unqumame iintengiso zakho kwaye utshintshe amagama angundoqo kwenye into. Amanqaku akho oMgangatho aya kubonisa imizamo yakho ekuhambeni kwexesha, ngoko ke kufuneka wenze konke onako ukuwandisa. Nangona kunjalo, iNqaku loMgangatho kwi-Adwords ayikho isayensi. Inokuhlolwa ngokuchanekileyo kuphela xa une-traffic eyaneleyo kunye nedatha ukugqiba ukuba yintoni umgangatho womgangatho kufuneka ube.

Amanqaku asemgangathweni kwi-Adwords anqunywe zizinto ezintathu: ireyithi yokucofa, ukusebenza kwentengiso, kunye nempumelelo yephulo. Ireyithi yokucofa ihambelana ngokuthe ngqo nenqaku lakho lomgangatho, ngoko ke ukuphucula umgangatho wakho wamanqaku kunokuphucula ukusebenza kwentengiso yakho. Iintengiso ezisebenza kakubi ziya kuchitha uhlahlo lwabiwo-mali lwakho kwaye zingahambelani nabaphulaphuli ojolise kubo. Amanqaku akumgangatho ophezulu sisiseko sephulo eliyimpumelelo le-AdWords.

Amaqela egama elingundoqo anokuba banzi kakhulu kwintengiso yakho, ebangela ukuba ingahoywa ziindwendwe. Sebenzisa amagama angundoqo ekujoliswe kuwo kwiphulo lakho lentengiso. Amanqaku aphezulu oMgangatho aya kuthetha ukuba iintengiso zakho ziya kufumana ingqalelo engakumbi kwaye zifaneleke ngakumbi kwinjongo yokukhangela abaphulaphuli. Kwakhona, cinga ngokusebenzisa amaphepha okumisa anemifanekiso yabantu abadala. Uvavanyo lubalulekile, kunye nokudala iintengiso ezininzi ezahlukeneyo kuya kukunceda ukuba ukhulise amava akho ephepha lokufika.

Ukuphucula umgangatho wakho wamanqaku, kufuneka udale indibaniselwano elungileyo yamagama angundoqo kunye neentengiso. Amagama angundoqo angasebenzi kakuhle kufuneka abhekiswe kwiphepha lokufika elisemgangathweni okanye aya kuthotywa. Ngokwenza oku, ungaphucula umgangatho wakho wamanqaku kwaye ufumane ixabiso eliphantsi-ngonqakrazo ngalunye (CPC).

Ukujolisa kwakhona

Usenokuba uqhelene nesakhono sokuphinda sijongise kuGoogle, kodwa awuqinisekanga ukuba yintoni kanye kanye. I-Adwords retargeting ikuvumela ukuba ufikelele kubasebenzisi kwezinye iiwebhusayithi kunye namaqonga. Ikwakuvumela ukuba ubeke imigaqo yokuba ubongeza bani kubaphulaphuli bakho. Ngokwahlula iindwendwe kwindawo yakho, ungajolisa kwimizamo yakho yokuthengisa kwakhona. Okukhona uchaneke ngakumbi malunga nokuba ngubani obona iintengiso zakho, kokukhona ukubuyisela kwakho ukubuyisela kuya kusebenza ngakumbi.

Zininzi izibonelelo zokuphinda uqalise ngeAdwords, kwaye enye yezona zinto zisebenzayo kukukwazi ukubonisa abantu iintengiso ngokusekelwe kwimisebenzi yabo yangaphambili ye-intanethi. Ukongeza ekuboniseni intengiso yakho ngokusekelwe kwiimveliso abasanda kuzijonga, Iintengiso zikaGoogle zinokubonisa iintengiso kwabo bashiye ibhaskithi yabo yokuthenga okanye bachithe ixesha elininzi bejonga imveliso yakho. Nangona kunjalo, kubalulekile ukuba uqaphele ukuba ukubuyisela kwakhona nge-Adwords akusiyo yabaqalayo. Inokuba lukhetho olukhulu kumashishini anebhajethi encinci.

Ukubuyisela kwakhona nge-Adwords kunokuba yindlela esebenzayo yokubandakanya abathengi abakhoyo kunye nokufumana abatsha. IGoogle Adwords ikuvumela ukuba ubeke iithegi zeSikripthi kwiwebhusayithi yakho, ukuqinisekisa ukuba abantu abakhe bandwendwela indawo yakho ngaphambili baya kuzibona iintengiso zakho kwakhona. Ukubuyisela kwakhona nge-Adwords kungasetyenziswa kuwo wonke amaziko eendaba ezentlalo, njengoFacebook. Inokusebenza kakhulu ukufikelela kubathengi abatsha kunye nokwandisa ukuthengisa. Nangona kunjalo, Kubalulekile ukuqaphela ukuba umgaqo-nkqubo kaGoogle uyakwalela ukusetyenziswa kolwazi olunokuchonga umntu kwintengiso ekujoliswe kuyo..

Ukubuyisela kwakhona ngeentengiso yindlela esebenzayo yokujolisa abathengi abanokubakho emva kokuba beshiyile indawo yakho. Ngokulandela iikuki zezi ndwendwe, intengiso yakho iya kubonisa intengiso efanayo kwabo bantu bebekhe bandwendwela indawo yakho ngaphambili. Le ndlela, ungenza iintengiso zakho zichaneke kwiimveliso ebezihanjelwe mva nje. Kukwabalulekile ukusebenzisa ipikseli ukwenza iintengiso ezijoliswe kuzo ngokusekwe kulwazi olunikezelwa yikuki ngeentengiso zikaGoogle.

Ukuba usandula ukuqalisa ngeakhawunti yakho ye-AdWords, mhlawumbi ukhe wazibuza ukuba uyimise njani. Kukho iindlela ezimbalwa zokwenza oku. Funda ukuze ufumanise ukuba ungayimisa njani iakhawunti yakho yeAdWords ukuze ifanele iimfuno zakho. Kweli nqaku, siya kudlula kwibhidi ye-CPA kunye nebhidi ye-CPM. Siza kugubungela indlela yokuseta iakhawunti yakho ukuze uqiniseke ukuba ukhulisa izibonelelo zayo.

Hlawula ngokucofa (PPC) intengiso

Ngelixa i-pay-per-click intengiso kwi-Adwords ingabonakala ilula kumphezulu, kukho izinto ezininzi ekufuneka ziqwalaselwe. I-CTR ephezulu ibonisa ukuba intengiso yakho iluncedo kwaye ifanelekile. I-CTR ephantsi ithetha ukuba akukho mntu ucofe intengiso yakho, yiyo loo nto uGoogle ekhetha iintengiso ezineCTR ephezulu. Ngethamsanqa, kukho izinto ezimbini onokuthi uzilawule ukunyusa iCTR yakho.

Intengiso ye-PPC isebenzisa amagama angundoqo ukudibanisa amashishini kunye nabathengi ekujoliswe kubo. La magama angundoqo asetyenziswa ngamanethiwekhi entengiso kunye neenjini zokukhangela ukukhetha iintengiso ezihambelana nenjongo yomthengi kunye nezinto anomdla kuzo.. Ukwenza okuninzi kwiintengiso zakho, khetha amagama angundoqo athetha kubaphulaphuli bakho ekujoliswe kubo. Khumbula ukuba abantu abasoloko befuna into enye, ke qiniseka ukuba ukhetha amagama angundoqo abonisa oku. Ngaphezu koko, unokwenza iikhankaso zakho ngokujolisa kubasebenzisi ngokusekelwe kwindawo yabo, isixhobo, kunye nexesha losuku.

Injongo yokuhlawula-ngokuchofoza intengiso kukuvelisa iinguqu. Kubalulekile ukuvavanya amagama angundoqo ahlukeneyo kunye nemikhankaso yokumisela ukuba yeyiphi eya kusebenza kakhulu. I-Pay-per-click intengiso yindlela efanelekileyo yokuvavanya abaphulaphuli abahlukeneyo kunye notyalo-mali oluncinci, ude ubone ukuba zeziphi eziqhuba kakuhle. Ungazinqumamisa iintengiso zakho ukuba azenzi njengoko kulindelekile. Oku kunokukunceda ubone ukuba ngawaphi amagama angundoqo asebenza kakhulu kwishishini lakho.

Enye indlela yokunyusa iphulo lakho lePPC kukwandisa iphepha lakho lokufika. Iphepha lakho lokufika liphepha elityelelwa ngabaphulaphuli bakho emva kokucofa intengiso yakho. Iphepha elihle lokufika liza kuguqula iindwendwe zibe ngabathengi okanye ukwandisa izinga lokuguqulwa. Ekugqibeleni, ufuna ukubona izinga eliphezulu lokuguqulwa. Xa usebenzisa le ndlela, khumbula ukuba uya kwenza imali kuphela ukuba ubona izinga eliphezulu lokuguqulwa.

Amaxabiso entengiso ye-PPC adla ngokumiselwa ngokwebhidi okanye ngokwezinga elithe tyaba. Umthengisi uhlawula umshicileli imali emiselweyo rhoqo xa intengiso yakhe icofa. Abapapashi badla ngokugcina uluhlu lweereyithi zePPC. Kubalulekile ukuthenga ngexabiso eliphantsi, okunokuthi ngamanye amaxesha kuthethathethwane. Ukongeza kuthethathethwano, ixabiso eliphezulu okanye izivumelwano zexesha elide ziya kubangela amaxabiso aphantsi.

Ukuba umtsha kwintengiso yePPC kwiAdwords, kubalulekile ukukhumbula ukuba umgangatho wephulo lakho ubalulekile. UGoogle wawonga ngeyona ntengiso igqwesileyo kunye neendleko eziphantsi kumashishini abonelela ngamava abalaseleyo omsebenzisi. Ukusebenza kwentengiso yakho nako kulinganiswa ngonqakrazo lokugqitha. Uya kufuna isiseko esiluqilima ngaphambi kokuba uqalise ukulawula iakhawunti yakho yePPC. Unokufunda ngakumbi malunga nentengiso yePPC kwiDyunivesithi yePPC.

Ukusebenzisa iinkqubo zolawulo lweebhidi ezizenzekelayo luluvo olulungileyo ukuba ungathanda ukwandisa impumelelo kunye nesikali. Ezo nkqubo zinokulawulela izigidi zeebhidi zePPC kwaye zandise iintengiso zakho ukuze ufumane eyona mbuyekezo iphezulu. Ngokuqhelekileyo ziboshwe kwiwebhusayithi yomthengisi, kwaye ukondle iziphumo zonqakrazo ngalunye ngasemva kwinkqubo. Le ndlela, uya kuqiniseka ukuba intengiso yakho ibonwa ngabona bathengi banokubakho.

Iindleko-ngembonakaliso (CPM) ibhidi

I-vCPM (i-CPM enokubonwa) ukhetho lwebhidi yindlela elungileyo yokwandisa amathuba okuvela kwentengiso yakho. Olu seto lukuvumela ukuba usete elona xabiso liphezulu kwiwaka leentengiso ezibonwayo. Xa ukhetha ukusebenzisa olu seto, IiAdwords zikaGoogle ziya kukuhlawulisa kuphela xa intengiso yakho iboniswe ngaphezulu kweyona ntengiso iphezulu ilandelayo. Ngebhidi ye-vCPM, iintengiso ezibhaliweyo zihlala zifumana yonke indawo yentengiso, ngoko kunokwenzeka ukuba babonakale.

Xa uthelekisa ezi ntlobo zimbini zentengiso, Ibhidi ye-CPM ihlala iyeyona ndlela ilungileyo yamaphulo okwazisa ngophawu. Olu hlobo lwentengiso lugxile kakhulu kwixabiso kunemibono. Uya kuhlawula yonke iwaka lemibono, kodwa ungafumana zero unqakrazo. Ngenxa yokuba i-Display Network isekwe kwixabiso, Iintengiso ze-CPM ziya kubekwa phezulu ngaphandle kokucofa. Ibhidi yeCPC, kwelinye icala, isekelwe kwi-relevancy kunye ne-CTR.

Enye indlela yokunyusa iCPM yakho kukwenza iintengiso zakho zijolise ngakumbi. Ibhidi ye-CPM luhlobo olukwinqanaba eliphezulu lokubhida. Ibhidi ye-CPM ifuna ukulandelwa kwenguquko. Nge-CPM ephuculweyo, kufuneka unikeze uGoogle ngedatha ukuze ubone ukuba zingaphi iindwendwe eziguqulela ekuthengisweni okanye ekubhaliseni. Ngokusebenzisa le ndlela, uya kukwazi ukujolisa ngcono imarike yakho kwaye ukwandise i-ROI yakho.

I-CPC ephuculweyo lukhetho lwebhidi kwi-Adwords zikaGoogle. I-CPC ephuculweyo ifuna ukubhida ngegama elingundoqo kodwa ivumela uGoogle ukuba ahlengahlengise ibhidi ngokusekelwe kumathuba okuguqulwa.. Ivumela uGoogle ukuba alungelelanise ibhidi ukuya kuthi ga 30% ngapha nangapha, kwaye yenza i-avareji ye-CPC ibe ngaphantsi kune-bid yakho ephezulu. I-advanteji ye-ECPC kukuba ungalungisa kakuhle intengiso yakho ekujoliswe kuyo kunye nohlahlo lwabiwo-mali.

Ibhidi ye-CPM yeyona ndlela ilungileyo yokunyusa izinga lokucofa kunye nokugcina uhlahlo lwabiwo mali lwakho lwemihla ngemihla.. Nangona kunjalo, Kubalulekile ukukhumbula ukuba i-CPM ayisiyiyo kuphela into yokuphucula iphulo lakho. Kufuneka uzame ukwandisa iphulo loguqulelo ngokusebenzisa iCPA ekujoliswe kuyo (ixabiso-ngesenzo) okanye iCPC (ixabiso-ngesenzo).

Ibhidi ye-CPC ye-Manual ikunika ulawulo olupheleleyo kwiibhidi zakho kwaye sisiqalo esihle ukuba umtsha kwi-Adwords zikaGoogle.. Kwakhona kukunika inqanaba lolawulo ongayi kufumana kwiindlela zokubhida ezizenzekelayo. Ibhidi ye-CPC yeManual ikuvumela ukuba utshintshe iibhidi zakho nanini na ufuna, ngaphandle kwe-algorithms eyalela isigqibo sakho. Uya kubona kwakhona ukucofa ngakumbi ukuba uphucula umgangatho wamagama akho angundoqo kunye neentengiso.

Ekugqibeleni, Ibhidi yeCPC kwiGoogle Adwords yeyona ndlela ilungileyo ukuba ufuna ukonyusa ingeniso yakho. Amagama angundoqo omsila omde athathwa njengento efanelekileyo ngaphezu kwemibuzo emfutshane ecebileyo yegama elingundoqo, ngoko zitshiphu ukujolisa. Awufuni ukwenza ibhidi engaphezulu kunokuba ufuna, kodwa kufanelekile ukuba ufumana abathengi abaninzi. IiCPC kwiGoogle Adwords ziphantsi kakhulu, ngoko uya kuba nakho ukufumana imbuyekezo enkulu kuhlahlo lwabiwo-mali lwakho.

Iindleko-nge-ukufunyanwa (CPA) ibhidi

I-CPA ngumlinganiselo weendleko ngokufunyanwa, okanye ixabiso lobomi bomthengi, kwaye ingasetyenziselwa ukumisela impumelelo yephulo lokuthengisa idijithali. Olunye usetyenziso lwe-CPA lubandakanya ukubhalisa kwincwadana yokulinganisa, ukhuphelo lwe-e-ncwadi, kunye nezifundo ze-intanethi. Njenge metric egqwesileyo, I-CPA ikuvumela ukuba uqhagamshelane noguqulelo lwesibini ukuya kweyokuqala. Ngokwahlukileyo kwibhidi yeCPC, apho uhlawulela unqakrazo ngalunye, Ibhidi ye-CPA ifuna ukuba uhlawulele uguqulo olunye kuphela, ngokwenjenjalo kuncitshiswa iindleko zephulo.

Ngelixa ibhidi yeCPA isebenza ngakumbi kuneCPC, kufuneka uqwalasele izinto eziluncedo nezingalunganga zazo zombini. I-CPA yindlela esebenzayo yokulawula iindleko zokuguqulwa ngelixa ivumela ingeniso ethile kunye nokubonakala kwentengiso. Ukubhida ngesandla kunokuba neentsilelo zako, njengokuba kunzima ukuphumeza, ukunciphisa ulawulo lwakho, kunye nokungakwazi ukulungelelanisa imiba emibini yengeniso kunye nokuguqulwa.

Ngelixa usukelo oluphezulu lweCPA lunokunceda ukwandisa iCPA yakho, Kuya kufuneka uqaphele ukuba iibhidi ezinobundlobongela zinokulimaza iakhawunti yakho ngokuyibangela ukuba izenzele. Oku kunokukhokelela ekubeni a 30% ukuhla kwingeniso. I-CPA ephezulu ayithethi ukuba kufuneka uchithe ngaphezulu kohlahlo lwabiwo-mali lwakho. Kunoko, lungisa umxholo wakho ukwandisa ukuguqulwa kunye nokunciphisa i-CPA yakho.

Ngaphandle kweenzuzo zokubhida kwe-CPA, kuyenzeka nokuba ubhide kuFacebook. I-Facebook inokhetho lokudibanisa le ndlela kunye nokujoliswa okuphambili ekujoliswe kuyo kubaphulaphuli abathile. I-Facebook yindlela efanelekileyo yokulinganisa impumelelo yephulo lakho, kwaye uya kuhlawula kuphela ukuba ufumana uguqulo. Ukusebenzisa indleko-nge-acquisition (CPA) ukubhida kwiiAdwords zikaGoogle kunokukunceda wehlise indleko yakho ngokufumana kwakho ngomda obalulekileyo.

Ukuba ishishini lakho alithengisi izinto eziphathekayo, ungabala iCPA ngokusekelwe kwezinye iimetrics, ezinje ngokubamba ilothe, ukubhalisa demo, kunye neentengiso. Ungayibala i-CPA ngokucwangcisa i-avareji ye-CPA ngokuchasene neNqaku loMgangatho lophawu. IiCPA eziphezulu zibonisa i-ROI ephantsi, ngoko ke kubalulekile ukulungiselela zombini CPA kunye noMgangatho Score. Kodwa ukuba iNqaku lakho loMgangatho lingaphantsi komndilili, uya kwandisa CPA yakho xa kuthelekiswa okhuphisana kwaye kuya kwenzakalisa ROI yakho iyonke.

Iintengiso ezikumgangatho ophezulu zamanqaku ziya kufumana irenki yentengiso ephezulu kunye neCPA esezantsi. Oku kuya kutyhafisa abathengisi abangalunganga kwiintengiso ezinomgangatho ophantsi. Ngelixa iintengiso ezikumgangatho ophezulu ziya kuhlala zitsala ucofa ngakumbi, abathengisi abaneCPA ephantsi baya kukwazi ukufikelela kuphela kwizikhundla eziphezulu zentengiso ngokubhida isixa esikhulu. Ekugqibeleni kuya kufuneka bazinze kumanqanaba asezantsi.

Ngelixa ibhidi yeCPA kwiGoogle Adwords ayiyona ndlela ilungileyo yokwandisa inkcitho yakho yokuthengisa, iya kubonelela nge-ROI ephezulu kuneentengiso eziphantsi. Ngokuphucula amanqaku asemgangathweni, ungayiphucula iCPA. Le ndlela, inkcitho yakho yentengiso ayiyi kuba phezulu njengoko inokuba njalo. Ngoko, kwixesha elizayo xa ubhida, qiniseka ukuba ulungiselela uguqulo kuneendleko.

Ukuba ujonge ukuqesha iinjineli, inkqubo yophando lwegama elingundoqo kunye nokudala umkhankaso osebenzayo we-Adwords uya kukunceda ufumane amagama abalulekileyo afanelekileyo. Nangona kunjalo, kukho ezinye izinto ekufuneka uzikhumbule xa ukhetha amagama angundoqo. Kufuneka uqinisekise ukuba uhlobo lomdlalo lulungile. Uphando lwegama elingundoqo lunokukunceda wenze amaphepha okumisa kunye neentengiso zezithuba ezintsha zobunjineli. Ukuba uqesha iinjineli zesoftware, umzekelo, ungadala iphulo le-AdWords ukutsala iinjineli ezintsha.

Iindleko

Mhlawumbi uvile ngeCPC (ixabiso ngonqakrazo ngalunye) kunye neCPM (ixabiso ngembono nganye), kodwa yintoni na? Imigaqo ibhekiselele kwiindleko zokusebenzisa iintengiso ezisekelwe kunqakrazo kunye nemibono. Nangona zombini iindlela zinokubiza, banokuvelisa imbuyekezo engakholelekiyo. UGoogle yeyona njini yokukhangela inkulu kwaye izigidi zabasebenzisi abakhethekileyo bagqiba ukukhangela kuGoogle nyanga nganye. Oku kwenza ukuba kubaluleke kakhulu ukuba iwebhusayithi yakho ibekwe kwindawo ephezulu kumagama angundoqo akhuphisanayo.

Ngethamsanqa, I-AdWords ibonelela ngezixhobo ezininzi zokunceda ukucokisa abaphulaphuli bakho. Ukusebenzisa amanani abantu, indawo, kunye nokujoliswa kwesixhobo, ungalungisa iintengiso zakho ukufikelela kwiqela elithile labantu. Umzekelo, ungajolisa kubasebenzisi beselula abakhulileyo 18 ukuya 34 okanye abasebenzisi besixeko esithile eMelika. Enye i-metric ephambili ekufuneka iqwalaselwe linqaku loMgangatho. Amanqaku oMgangatho oPhezulu athetha ukuba uGoogle uya kunika ukhetho kwintengiso yakho, nto leyo edla ngokuthetha iindleko eziphantsi.

Iindleko ze-Adwords ziyahluka kakhulu kuxhomekeke kwishishini lakho kunye nohlobo lwamagama angundoqo ojolise kuwo. Umzekelo, amagama angundoqo abiza kakhulu kuGoogle anxulumene nemali, i-inshurensi, kunye namanye amashishini asebenza ngeemali ezinkulu. Amanye amagama aphambili adumileyo abandakanya imfundo kunye “isidanga.” Ukuba uceba ukungena kule mihlaba, ulindele ukuhlawula iiCPC eziphezulu. Ngokufanayo, ukuba uqala indawo yonyango, qaphela ii-CPC eziphezulu.

Iimbonakalo

Ukuba usebenzisa isitishi sentengiso esibizwa ngokuba yiAdWords kwishishini lakho, usenokuba uyazibuza ukuba ngaba ufumana ezona ziphumo zibalaseleyo. Eli nqaku liza kuxoxa ngeempawu ze-Adwords eziza kuqinisekisa ukuba ufumana i-bang eninzi kwi-buck yakho. Usenokuzibuza ukuba ngaba i-arhente yakho yenza umsebenzi olungileyo ukuyilawula. Makhe sihlolisise ezintlanu zezona mpawu zibalulekileyo ze-Adwords ukwenza uninzi lwephulo lakho lokuthengisa.

UGoogle uye waqhubeka egxile kwiselula kunye ne-bid automation. I “Uyilo kunye noVavanyo” ukusebenza kwi-AdWords kubandakanya ukuphuculwa kwemveliso ezimbini. Eyokuqala ngu a “uyilo” Imowudi ekuvumela ukuba wenze utshintsho ngaphandle kokuqalisa iphulo eliphilayo. Eli nqaku litsha sele likhona ngezixhobo zolawulo lomntu wesithathu ezifana neAdWords Editor. Ikuvumela ukuba uvavanye iiyantlukwano ezahlukeneyo zephulo lakho kwaye ubone ukuba zinefuthe na kwishishini lakho.

I-interface entsha ye-AdWords ibandakanya inani leempawu ezazingekho kwideshibhodi endala. Nangona kunjalo, ideshbhodi endala iza kugqitywa kungekudala. Ideshbhodi entsha iya kuthatha indawo ye Amathuba ithebhu. Inamakhadi esishwankathelo anamakhonkco olwazi oluthe kratya malunga neempawu ezikule thebhu. Ngeli xesha, ungabeka iliso kwinkqubela phambili yephulo lakho lentengiso ngokunqakraza kumagama angundoqo aphawulweyo. Kubalulekile ukuqonda umahluko phakathi kwedeshibhodi endala kunye nentsha ukongeza ibhajethi yakho yentengiso.

Ukujoliswa kwejografi

Xa usebenzisa iGoogle Adwords, Unokukhetha ukuseta ujoliso lwejografi ukuqinisekisa ukuba iintengiso zakho ziboniswa kuphela kubasebenzisi kwindawo ethile yejografi.. I-Geotargeting iya kuqinisekisa ukuba iintengiso zakho ziboniswa kuphela kubathengi kwindawo oyikhankanyileyo, eya kwandisa ukuguqulwa kwewebhusayithi yakho kunye nokuthengiswa kwe-Intanethi. Uya kuhlawula kuphela ukucofa kwabasebenzisi abafanelekileyo kwiimveliso kunye neenkonzo zakho. Unokuseta olu hlobo lwentengiso ngeintanethi zakho zentlalo okanye kwiinjini zokukhangela, ukuze ukwazi ukujolisa abantu ngokusekelwe kwindawo abahlala kuyo.

Kukho iindidi ezimbini ze-geo-thargeting ezikhoyo ngeGoogle Adwords: zengingqi kunye hyperlocal. Uhlobo lokuqala lwe-geo-thargeting ikuvumela ukuba ukhethe indawo ethile ngaphakathi kwelizwe. Ujoliso lwengingqi lulinganiselwe kumda, njengoko ilizwe ngalinye lineseti yalo yezixeko kunye nemimandla. Amanye amazwe, nangona kunjalo, ube nokhetho olubanzi. Njengokuba, eUnited States, Izithili zeCongressional zinokujoliswa kwiGoogle Adwords. Nangona kunjalo, Izithili zeCongressional zikhethwa kakhulu kwiiPolitiki. Ngokungafaniyo nemimandla, ungakhankanya indawo ethile ngaphakathi kwesixeko, njengendawo yokuhlala, ukunciphisa abaphulaphuli bakho.

Njengaso nasiphi na isicwangciso esitsha sokuthengisa, i-geo-targeting inokunyusa izinga lakho lokuguqulwa. Nangona kunjalo, Kufuneka ugcine engqondweni ukuba kukho imida kolu khetho, kwaye kufuneka wazi indlela yokuyiphumeza kwiphulo lakho. Ngelixa kunokuvakala njengokhetho oluhle kumashishini asekhaya, isenokungabi sisisombululo esisiso kwiimpawu zehlabathi. Ekugqibeleni, i-geo-targeting ayithathi indawo yesicwangciso esisebenzayo se-SEO samazwe ngamazwe.

Amagama angundoqo anevolumu yokukhangela ephezulu

Enye yezona ndlela zisebenzayo zokufikelela kubathengi abafanelekileyo kukujolisa kubathengi abafuna iimveliso okanye iinkonzo zakho. Kubalulekile ukwazi ukuba ngawaphi amagama angundoqo anevolumu yokukhangela ephezulu, njengoko ezi zingawona akhuphisanayo kwaye zinokuvelisa olona tyhileko kunye nokwabelana ngezimvo. Nazi ezinye iingcebiso malunga nendlela yokukhetha amagama angundoqo afanelekileyo kwishishini lakho. Ukusebenzisa la magama angundoqo kuya kukunceda ufezekise amanqanaba angcono kwiiSERPs. Nanga amanye amacebiso ekukhetheni amagama angundoqo afanelekileyo:

Ngaphambi kokuthatha isigqibo ngamagama akho angundoqo, yenza uluhlu lwamagama anxulumeneyo. Ukucinga ngengqondo linyathelo elibalulekileyo kuphando lwegama elingundoqo. Bhala phantsi naliphi na igama elithi gqi entlokweni yakho. Khetha amagama anengqiqo kwishishini lakho kwaye uwasebenzise kumaphulo akho entengiso. Ukuba awukwazi ukuza nantoni na ngokwakho, dwelisa amagama angundoqo onomdla kuphando olongezelelweyo. Umzekelo, unokufuna ukusebenzisa igama elinje “inetyuwa” kumaphulo entengiso.

Jonga imiqulu yokukhangela inyanga nenyanga. Igama elingundoqo lonyaka linokuba ne-spike enkulu kwivolumu yokukhangela ngo-Okthobha, kodwa umthamo wokukhangela ophantsi kude kube ngu-Oktobha. Cwangcisa umxholo wakho ngokusekelwe kula magama angundoqo unyaka wonke. Ukumisela amagama angundoqo onyaka, ungasebenzisa idata yeGoogle Trends okanye idata yeClickstream. Umthamo wokukhangela wegama eliphambili unokuba lixesha kumazwe ahlukeneyo. Ukuba usebenzisa i-Adwords njengomthombo wakho oyintloko wetrafikhi, qiniseka ukuba uyayifaka kumxholo wakho.

Imodeli yokubhida

Xa uzama ukwandisa ibhajethi yakho kwi-Adwords, kukho iindlela ezimbini ezisisiseko zokuyenza. Ekuqaleni, ungasebenzisa iintshukumo zoguqulo ukukunceda usete iibhidi. Ngokuqokelela izenzo zoguqulo, unokwenza isenzo esinye sokuqala $10 kunye nesinye isenzo sesibini $20. Umzekelo, ukhokelo lufanelekile $10, ukuthengisa okufanelekileyo okukhokelayo kufanelekile $20, kwaye intengiso inexabiso $50. Ngokusebenzisa ixabiso elisekelwe kwixabiso, uchitha ngaphezulu kubathengi abanenzuzo ngelixa uchitha imali encinci kwixabiso eliphantsi lokuguqulwa.

Ibhidi kwixabiso yinto engcono kuba inyanzela uGoogle ukuba agxile kumgangatho wentengiso. Ikwanceda abathengisi ukuba baphucule amaphulo abo ngokweyona nto ibalulekileyo kubo – i-traffic engcono kunye nenkqubo elawulwayo emva kokuguqulwa. Ukulungiselela ixabiso lobomi bomthengi okanye i-LTV lolona khetho lubalaseleyo kumashishini afuna ukubandakanya abathengi ngokunzulu. Ukwengeza, ungalandela ngokulula amaxabiso oguqulelo, kwaye ulungelelanise isicwangciso sakho sokubhida kunye neenjongo zeshishini lakho.

Iindleko zokuchofoza nganye zixhomekeke kwiNqanaba loMgangatho wentengiso, kwaye amanqaku asezantsi, ukucofa ngexabiso eliphantsi. Nangona kunjalo, umgangatho wentengiso yentengiso uya kuchaphazela umgangatho wentengiso yakho kwiziphumo zokukhangela. Amanqaku oMgangatho oPhezulu aya kwandisa amathuba akho okuboniswa, okubangela ixabiso eliphantsi ngonqakrazo ngalunye. Ngoko ke, i-CPC esezantsi iya kwenza uhlahlo lwabiwo-mali lwakho luye kude.

Impumelelo yeshishini lakho kwi-Intanethi ixhomekeke ekufikeleleni kwakho kwintengiso kunye nokubandakanyeka kwabathengi. Kuya kufuneka uyazi ukuba uzisebenzisa njani iiplatifti ze-PPC ezifana ne-AdWords ukwandisa ukuvezwa kwakho kunye nokuzibandakanya kwabathengi. Funda ukuze ufunde ngezi nkalo zibalulekileyo. Akukaze kube kudala kakhulu ukuba uqale ukusebenzisa amaqonga ePPC, kuquka iAdWords. Nazi ezinye iingcebiso ezibalulekileyo kunye namaqhinga ukuze uqalise:

Uphando lwamagama angundoqo

Elinye lamanyathelo okuqala ekudaleni umkhankaso we-AdWords ophumeleleyo wenza uphando lwamagama angundoqo afanelekileyo. Ukusebenzisa i-Google Keyword Planner kunokukunceda ukuba ubone inani lokukhangela amagama angundoqo owacingayo, igama elingundoqo ngalinye lixabisa malini, kwaye ude ucebise amanye amagama namabinzana aza kusetyenziswa. Xa yenziwe ngokuchanekileyo, olu phando luya kukunceda wenze iphulo elijoliswe kuyo elihambelana nemarike yakho ekujoliswe kuyo. Ukugcina ukhumbula ukuba ngakumbi uphando lwakho lwegama elingundoqo, intengiso zakho ziyakujoliswa ngakumbi.

Enye yeendlela ezidumileyo kunye nezisebenzayo zokuqalisa ukuphanda amagama angundoqo kukusebenzisa i-Google Keyword Planner. Esi sixhobo sibonisa imiqulu yokukhangela yamagama angundoqo ngenyanga. Ukuba amagama akho angundoqo aphezulu kwizithuthi zasehlotyeni, kufuneka ujolise kubo ngelo xesha. Enye indlela yophando lwegama elingundoqo isebenzisa izixhobo ezifana neGoogle AdWords’ umakhi wentengiso ukufumana amagama angundoqo anxulumeneyo. Nje ukuba ucuthe uluhlu lwakho lwamagama angundoqo, ungaqala ukuvelisa umxholo osekwe kolu phendlo.

Ngelixa uphumeza uphando lwakho lwegama elingundoqo, Kuya kufuneka uqwalasele into ofuna ukuba iwebhusayithi yakho ifezekise. Le ndlela, Uya kuyazi ngqo ukuba abaphulaphuli bakho abajolise kubo bafuna ntoni. Kufuneka uqwalasele nenjongo yabo yokukhangela – zinolwazi, ukuhambahamba, okanye intengiselwano? Ukusebenzisa i-Google Keyword Planner, unokufumana umbono wamagama aphambili athandwayo kwi-niche yakho. Kuya kufuneka ujonge ukuba la magama angundoqo anxibelelene newebhusayithi yakho. Ukusebenzisa amagama angundoqo kumxholo ochanekileyo kuya kuqinisekisa ukuba iintengiso zakho zibonwa ngabantu abafanelekileyo.

Ukwenza isicwangciso esisebenzayo segama elingundoqo, kufuneka kwakhona uphande abo ukhuphisana nabo’ iiwebhusayithi. Okhuphisana nabo’ Iiwebhusayithi zinokuqulatha izinto ezingahambelaniyo nemveliso okanye iinkonzo zakho njengezakho. Ukusebenzisa umcwangcisi wegama elingundoqo leGoogle, Uya kuba nakho ukufumanisa ukuba ngawaphi amagama aphambili aqhuba ezona zithuthi kubantu okhuphisana nabo. Emva koko unokusebenzisa olu lwazi ukwenza isicwangciso segama elingundoqo elikhuphisanayo. Le ndlela, ungasebenzisa esi sicwangciso ukuphucula indawo yewebhusayithi yakho kuGoogle.

Inqaku lomgangatho

Amanqaku omgangatho we-Adwords yenye yezona zinto zibaluleke kakhulu ukwenza iintengiso zakho zifaneleke ngakumbi. Adwords’ umgangatho womgangatho umiselwa iseti ye-algorithms efana ne-organic ranking algorithms. Okukhona uphezulu umgangatho wakho wamanqaku, Okukhona iintengiso zakho ziya kubafanela abaphulaphuli bakho kwaye ekugqibeleni izinga lakho lokuguqulwa. Nazi ezinye iindlela zokuphucula umgangatho wenqaku lentengiso yakho. Siza kuxoxa ngezinye zezinto eziqhelekileyo eziphembelela umgangatho wenqaku lentengiso yakho.

Indlela elungileyo yokunyusa umgangatho wakho kukubeka esweni izinga lokuguqulwa kweentengiso zakho. Nika ingqalelo kumanqaku akho asemgangathweni kwaye ushenxise ezo ntengiso ngeCTR ephantsi. Zama ukutshintsha isihloko sakho ukwandisa izinga lokuguqulwa kweentengiso zakho. Emva koko, zama iphulo elitsha lentengiso ngekopi eyahlukileyo yentengiso. Oku kuya kwandisa umgangatho wakho wamanqaku kakhulu. Ukuphucula izinga lakho lokuguqulwa, gxininisa ekuphuculeni la macandelo mathathu:

Umgangatho ophantsi weNqaku unokunyusa iindleko zakho ngokucofa (CPC). Inokwahluka ngokusekelwe kumagama angundoqo ojolise kuwo, kodwa iNqaku loMgangatho ophezulu lingathoba iCPC yakho. Ukunyaniseka, kunokuba nzima ukujonga isiphumo soMgangatho wamanqaku, kodwa iya kucaca ekuhambeni kwexesha. Zininzi ezinye iingenelo zoMgangatho oPhezulu. Gcina ukhumbule ukuba ezi zibonelelo ziqokeleleka ngokuhamba kwexesha. Akufanele uzame ukwenza utshintsho olunye ngobusuku – umphumo uya kuzakha ngokuhamba kwexesha.

Elona nqaku loMgangatho liphezulu liyakuphucula ukubonakala kwentengiso yakho kwiziphumo zokukhangela. UGoogle uvuza abathengisi abakwaziyo ukwenza iintengiso ezikumgangatho ophezulu. Kwaye intengiso ekumgangatho ophantsi inokulimaza ishishini lakho. Ukuba unebhajethi yokwenza olu tshintsho, cinga ngokuqesha umbhali wentengiso. Iphulo lakho liya kuba nempumelelo ngakumbi kwaye lingabizi kakhulu ukuba iNqaku lakho loMgangatho liphezulu. Ngoko, qaphela: Amanqaku omgangatho asiyonto ithathwa lula.

CPC

Iindleko ngokucofa (CPC) yeAdwords intengiso iyahluka ngokuxhomekeke kwizinto ezininzi. Igama elingundoqo kunye neshishini ojolise kulo limisela i-CPC. Oku kugqiba ukuba yimalini ekufuneka uyihlawule ukuqhuba iphulo lakho. Apha ngezantsi zezinye zezinto ezimisela i-CPC. Funda ngakumbi ukuze ufunde ngakumbi. -Yintoni abaphulaphuli ofuna ukujolisa? Loluphi uhlobo lweemveliso okanye iinkonzo eziya kubhenela kuzo iintengiso zakho?

-Ingakanani imali ofuna ukuyihlawula ngokucofa? Isixa osibhidayo akufuneki sibe ngaphezulu kwenqanaba lakho lekhefu. Ukuseta i-CPC yakho ephezulu kakhulu kuya kubangela iinguqu ezininzi, eya kuthi ekugqibeleni inciphise i-ROI yakho kunye neentengiso. Ngokufanayo, ukuthoba ubuninzi bexabiso leCPC kuya kuthoba iROI yakho, kodwa kukhokelela kwiintengiso ezimbalwa. I-CPC ibalulekile kuba uGoogle ubeka iintengiso zakho phezulu kwiziphumo zophendlo ukuba zineNtengiso ephezulu.

-Kufuneka uchithe malini ngonqakrazo ngalunye? Ngelixa i-CPC ibalulekile ekuguquleni ingeniso, I-CPM ingcono yokwandisa i-ROI yakho. Ngokubanzi, ungafumana ngaphezulu ngonqakrazo ngalunye nge CPC esezantsi. Nangona kunjalo, ukuba ujolise kwi-CPC ephantsi, kuya kuba lula ukufumana i-ROI ephezulu. Indlela efanelekileyo yokwandisa ibhajethi yakho ye-Adwords kukumisela ixabiso eliqhelekileyo ngokuchofoza kwaye ubale iindleko zakho ngewaka.

-I-CPC imiselwa ligama elingundoqo olijongileyo kunye nexabiso lokucofa ngokucofa okuya kufunyanwa yintengiso yakho. Zininzi izinto eziza kuba nefuthe kwi-CPC yentengiso yakho, kuquka ukufaneleka kwegama elingundoqo, umgangatho wephepha lokufika, kunye nemiba yomxholo. Ukuba ujolise kumagama angundoqo anegama, Inqaku loMgangatho ophezulu linokukuzisela imbuyekezo enengeniso kwiphulo lakho lePPC. Ekugqibeleni, injongo yakho kukwandisa CPC yakho kangangoko kunokwenzeka, ngaphandle kokuphuka.

Ukuthengisa kwakhona

Ukuthengisa kwakhona ngeGoogle AdWords kukuvumela ukuba ubonise iintengiso zesiko kwiindwendwe zewebhusayithi zangaphambili. Unokwenza kwakhona iintengiso eziguquguqukayo zokuphinda uthengise ngokusekwe kwisondlo ukufikelela kwiindwendwe ezidlulileyo. Ukusebenzisa ukuthengisa kwakhona kunokukunika ithuba lokuguqula iindwendwe zexesha elinye zibe ngabathengi abaphindayo. Ukufunda ngakumbi malunga nobu buchule, funda uqhubeke. Eli nqaku lichaza izibonelelo kunye nokusetyenziswa kokuthengisa kwakhona nge-AdWords. Isenokuba lukhetho olufanele ukuqwalaselwa kwishishini lakho.

Ukuthengisa kwakhona yindlela esebenzayo yokukhumbuza abatyeleli ngeemveliso okanye iinkonzo zakho. Unokwenza iinguqulelo ezahlukeneyo zentengiso ngokusekelwe kuhlobo lwemveliso abaye bayijonga ngaphambili kwindawo yakho. Umzekelo, unokujolisa iindwendwe ezityelele iphepha lenqwelo ngosuku lwesixhenxe okanye 15 okanye kuphela abo babukele iphepha ngosuku lwesixhenxe. Ngokujolisa abaphulaphuli bakho ngokusekelwe kwindlela abaziphatha ngayo, unokunyusa izinga lakho lokuguqulwa kunye ne-ROI.

Iindleko ngokucofa

Ukuba uyazibuza ukuba uchitha malini kwiiNdleko ngokuchofoza kwi-Adwords, AWUKHO wedwa. Uninzi lwabantu luchitha ngaphezulu kwe $4 ngokucofa kwiintengiso. Kwaye, ngophando oluchanekileyo, ungalehlisa elo nani kakhulu. Ubuchule obuninzi bunokukunceda wenze njalo. Ekuqaleni, geo-injongo yeentengiso zakho. Oku kuya kukuvumela ukuba ubonise iintengiso kwiintlobo ezithile zezixhobo eziphathwayo. Okwesibini, unganciphisa inani leentengiso ezibonisa kwiphepha elinikiweyo, ukuze kuphela ezifanelekileyo ziboniswa kwiindwendwe zakho.

AdWords’ I-CPC isezantsi kakhulu kumashishini amaninzi. I-avareji yeCPC yokukhangela kuGoogle imalunga $1 kwaye $2, kodwa inokufikelela $50 ukuba ufuna ukujoliswa ngakumbi. Kuxhomekeke kwishishini lakho, isixa sakho sebhidi, kunye nabakhuphisana nabo’ iibhidi, ungachitha amakhulu okanye amawaka eedola ngosuku kwi-AdWords. Nangona kunjalo, khumbula ukuba nangezixhobo zikaGoogle zasimahla, usenokwenza imali ngokuthengisa.

Enye indlela yokwandisa ixabiso lakho kukunyusa ixabiso lakho. Nangona kunjalo, kuyafaneleka ukuba uqaphele ukuba igama elingundoqo elibiziweyo liyahluka ukusuka kwishishini ukuya kwishishini. Ukuba ukwishishini lezemali, umyinge wakho woguqulo umalunga 2.70%. Kumashishini afana ne-e-commerce kunye ne-inshurensi, umyinge ungaphantsi kweepesenti ezimbini. Nangeyiphi ndlela, Kubalulekile ukujonga amaphulo akho ngononophelo kwaye uhlengahlengise ibhidi yakho ngokufanelekileyo. Kwaye ungalibali ukusebenzisa iPhepha likaGoogle ukulandelela amaphulo akho.

Ngelixa amanqaku asemgangathweni kunye neCPC zibalulekile kwiphulo lakho le-AdWords, kufuneka kwakhona ucinge ngokubeka igama lakho elingundoqo kunye nephepha lokufika. AdWords’ Inqaku loMgangatho ngumlinganiselo wokufaneleka komxholo wakho kubakhangeli. Okukhona iphezulu iCTR yakho, Okukhona kuyakwenzeka ukuba intengiso yakho icofe. Ukuba iphepha lakho lokufika alisebenzi, intengiso yakho iya kungcwatywa kwiiSERPs.